{"page":"/blog/programmatic-guaranteed-vs-pmp","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Item","Programmatic guaranteed","Preferred deal","Private marketplace (private auction)","Open auction"],"rows":[["Price","Fixed, agreed in advance","Fixed, agreed in advance","Auction above a deal floor","Auction above the publisher's floor"],["Inventory guarantee","Yes, a reserved number of impressions","No","No","No"],["Buyer commitment","Must bid on the impressions it is sent (OpenRTB guar = 1) (OpenRTB 2.6)","None; bids when it wants","None","None"],["Who can bid","One buyer seat","One buyer seat, with first look","Invited seats","Any buyer the exchange allows"],["Priority in the ad server (Google Ad Manager)","Booked as Sponsorship (priority 4) or Standard (6, 8 or 10) line items (Google, proposal line items; Google, priorities)","Fixed priority \"typically higher than Private Auction and the Open Auction\" (Google, Preferred Deals)","Ranked among non-guaranteed deals, below preferred deals (Google, Preferred Deals)","Unified auction; Ad Exchange line items sit at priority 12 (Google, priorities)"],["Targeting","Agreed placements and audiences; the publisher forecasts volume","Agreed placements; the buyer filters each impression","A package of placements or audiences; the buyer filters","The buyer's own targeting on whatever is offered"],["Data","Publisher first-party data often included; the buyer's DSP applies its own frequency caps","Publisher data plus the buyer's data","Publisher or curator data plus the buyer's data","Mostly the buyer's data plus what the request carries"],["Setup effort","Highest: negotiation, forecasting, booking, creative checks","Medium","Low to medium","Lowest"],["Best use","Tentpole events, sponsorships, CTV launches, reach that must be delivered","First look at premium supply without a volume promise","Quality or curated supply at auction prices","Scale, reach, price discovery, performance"],["OpenRTB signals","private_auction 1; deal at 3; guar 1","Deal at 3; guar 0 or absent","Deal at 1 and a deal bidfloor","No pmp object, or private_auction 0; imp.bidfloor"]],"sourceUrls":[[],[],["https://github.com/InteractiveAdvertisingBureau/openrtb2.x/blob/main/2.6.md"],[],["https://support.google.com/admanager/answer/9789673?hl=en","https://support.google.com/admanager/answer/177279?hl=en","https://support.google.com/admanager/answer/7630763?hl=en"],[],[],[],[],[]]}